Online sales accounted for 27.6% of total non-food retail turnover in November – the highest figure on record and the 11th consecutive month that the rate has remained above 20%.
These are among the findings of the British Retail Consortium (BRC)-KPMG online retail sales monitor for the four weeks from October 30 to November 26.
BRC chief executive Helen Dickinson OBE said: “With more than one in four pounds spent online, this was a record high for online non-food sales.”
Paul Martin, UK head of retail of KPMG, added: “There was an increased preference for shopping online this November, undoubtedly the result of the Black Friday shopping bonanza that has grown in popularity in the UK.
Online sales of non-food products grew by 10.9% on last year and penetration rates for the month rose to a staggering 27.6%. Shoppers were clearly happy to forgo the high street whilst hunting for bargains online.”
He said toys and baby equipment topped the list for shoppers while health and beauty products remained popular.
““Retailers now face the challenge of processing the inevitable returns following the surge in sales – all too easily overlooked amidst the excitement of Black Friday,” he said. “The pressure then turns to ensuring deliveries will make it under the Christmas tree in time.”